Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
- Part 1Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
- Part 2 Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Show Notes
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03:04Structured data in a changing search landscapeGoogle aims to provide all the information users need on the SERPs so they dont have to visit external websites. Structured data is crucial as it's a layer of code that sits on top of your content, helping search engines understand the objects on that page.
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04:52The importance of structured data todayWhile the search landscape is evolving, websites largely remain static in their HTML and CSS structure. As search engines move toward more immersive and AI-generated search experiences, structured data will be crucial to retrieving information from websites effectively.
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07:44UserDespite AI and Googles prioritization of SERP features that previously gave websites clicks, structured data implementation is crucial. If you can provide your customers with the experience and information they need quickly, the clicks will follow to your website.
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09:02Knowledge graphs and structured dataUsing a structured data template for similar content will suffice, but specific markup is required for information intended for inclusion in knowledge graphs. While knowledge graphs don't increase the number of clicks to a website, they improve the experience of our customers.
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10:51Googles micro moments methodology and brand impactAddressing users' urgent needs in Google's micro-momentsthe need to know, go, do, and buybuilds rapport with users through our presence. Despite the challenge of measuring this quantitatively, it contributes to a company's brand impact over time.
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11:41How to approach structured data in 2024Implementing basic structured data tags across website sections can lead to substantial increases in ranking keywords and SERP features. Tools like Google Tag Manager simplify the implementation process, making it easy for all sites to automate schema markup.
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14:29The frequency of changing or testing schema elementsTesting or changing schema elements shouldnt be frequent and should align with keyword activity, SERP features, and user behavior. Strategic updates, particularly for events, can enhance visibility, but overall, infrequent changes optimize both rankings and user experience.
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19:42Structured data, topic modeling, and SGEStructured data and topic modeling will increasingly come into play with SGE and the rise of chatbots like ChatGPT. The ability to communicate with search engines will grow in utility and that's where the application of a combination of structured data and topic modeling will be most beneficial.
Quotes
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"Everything is pointing towards an increasingly immersive search experience on the search engine results page itself. And what better way to gather that information from a website than structured data?" - Natasha Ghosh
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"If our users can find enough content to satisfy their initial query, they're going to look for the source of that content as opposed to any other sources. So, it is still important for us to be implementing structured data." - Natasha Ghosh
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"While knowledge graphs don't increase the number of clicks to a website, they do help the experience of our customers. And, at the end of the day, a happy customer means happy business." - Natasha Ghosh
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"In 2023, for a section of our sites, we saw a 5,000% increase in SERP features just by implementing a basic structured data tag across all the articles pages." - Natasha Ghosh
- Part 1Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
- Part 2 Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Up Next:
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Part 1Extending topic modeling past content into SEO — Natasha Ghosh // Riot Games
Natasha Ghosh, SEO Manager at Riot Games, delves into topic modeling and structured data. Search engines like Google use topic modeling to understand what topics are on a webpage and rank that page in search results. For SEOs, topic modeling offers an opportunity to align their content strategy with search algorithms, enhancing visibility and rankings in search engine results pages. Today, Natasha discusses expanding topic modeling into technical SEO.
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Part 2Structured data & microformats in a changing search landscape — Natasha Ghosh // Riot Games
Natasha Ghosh, SEO Manager at Riot Games, delves into topic modeling and structured data. In 2023, there has been a trend of structured data experiences being diminished or losing significance in SERPs. These changes in the search landscape have raised questions regarding the continued relevance of structured data and schema markup as we head toward 2024. Today, Natasha discusses structured data and microformats in a changing search landscape.
